FOREIGN BRANDING AND PERSUASIVE STRATEGIES ON MSMES PRODUCTS

Abstract

Brands that use a foreign language offer their customers foreign perspectives. For instance, it is common practice to pronounce brand names in other languages to reinforce the claim that a product is of high quality and comes from the country of origin (COO). Consumers are expected to purchase more sophisticated and reliable goods and services when they see things with labels in foreign languages. Both good and bad feelings may have an impact on their willingness to pay more for foreign companies. However, the desire of young customers to spend extra for products from brands they respect is far more influenced by pleasant feelings.

In order to influence many aspects of a brand's image, perceived quality, and consumer attitudes toward products, international branding involves offering a brand name in a foreign language utilizing its spelling or pronunciation. Because of the perception that these products represent the highest quality and come from outside, consumers tend to favor products with foreign names. Therefore, it influences people's purchasing decisions, and consumers also overadmire foreign-sounding goods, especially among the younger age. To compete and raise the quality of their goods and sales, local business owners should learn a lot about foreign branding.

This book contains the review on the foreign branding and persuasive strategies on MSMEs products. This book is also supported by various pictures from various sources and tables to make it easier for readers to understand the material presented.

This book is expected to be used by academics as well as those who are studying in the field of language learning, especially the media to teach English, as well as other related sciences. This book can also be used for researchers among students, stakeholders and all related parties to develop research in this field.

ISBN: 978-623-147-107-9